2014 Winners & Shortlists

Brief Explanation

Operators are now giving complete IT solutions in addition to the basic services previously offered, which put them in direct competition with IT companies. This shift is reshaping the entire dynamics of the telecom industry; adding more pressure on the operators. STC Business needed to position itself properly against the competition and create a desirable image in the minds of its customers. The business sector (our target audience) includes S&M Enterprises, Large Enterprises, Governmental & Public Sector. The TV commercial positions the brand as: ‘Your Trusted Provider’ and drives top-of-mind awareness whenever anyone thinks Telecom & IT.

Creative Execution

Camera jibbing from a very high position to the shoulder of the aircraft engineer was achieved by a GH-14 and manned by 4 people. Shot was enhanced with stabilization, and re-tracking in post. We used Adobe aftereffects to ease in the key framing so that the shot flows better. The shot of the businessman inside his jet was shot on an actual aircraft. We used the seats on the right hand side of the aircraft as a natural wipe to take us from the aircraft scene to the train scene. The train shot was one of the most post heavy and tricky shots of the film. We shot the model sitting on an actual seat. We also had a rough train wall and window to cover the live action. The rest was shot on chroma with tracking marks as the shot was moving. The footage was then taken ontonuke and tracked. The team keyed the green and composited the train interior that was made on 3D studio max. The lighting was matched and background landscape was created in after effects. The exterior train shot was created in 3D studio Max. The guy working on laptop was shot on green screen. We composited him inside the window of a moving train, using studio max. The industrial city was created in studio max, with the help of some clever matte painting we achieved the result we were looking for. The engineers in the in industrial factory were shot on green screen with tracking marks as the camera was moving. A still image was taken of an industrial plant and used a technique called “projection mapping” to make it 3 dimensional and give it some depth. The shot was keyed and tracked in after effects. We matched the lighting in after effects, added flares tomake it look like daylight. The 3D background was created in cinema 4D and the final shot was rendered in after effects. The wall of control room was shot with track marks and later composited with a digital screen. The screen created in aftereffects. Shot was tracked in nuke and final composite shot was rendered in adobe aftereffects. We art directed a mock up library in an atrium. We did set extensions in 3D and added more tables, chairs and bookshelves making the library dynamic and larger in scale. Shot required heavy tracking, masking and compositing as it was a mixture of live action and 3D. Server room model was shot against green screen. Camera was tilted and shot t at a 90 degrees angle to give us more pixels on him. Which enabled us to scale up a bit in post. Server room was created in cinema 4D, the model was then composited in aftereffects and lighting was matched. The classroom board was shot with tracking marks. We tracked, cleaned and masked the shot in aftereffects. Digital smart board was composited instead of the white board. Lighting was matched and the shot was finished in aftereffects.